pompa.ru — women’s clothing online store

The task

Drive sales for pompa.ru — a Russian women’s clothing online store. In the fashion segment of e-commerce the margin is limited and the average order value is low, so the main metric is not the number of orders as such but the ad cost to revenue ratio (share of ad spend in revenue): advertising has to fit the store’s unit economics, otherwise turnover grows at a loss.

What we did

Launching and managing ad campaigns to drive purchases in the online store, with the ad cost to revenue ratio and ROMI controlled across the entire budget.

Results

• Ad budget — $13,516
• Revenue — $52,165
• Ad cost to revenue ratio (share of ad spend) — 26%
• ROMI — 386% ($52,165 ÷ $13,516)

Insights

Every dollar of ad budget brought $3.86 in revenue. A 26% ad cost to revenue ratio is a working level for clothing e-commerce: it leaves the store room for margin after cost of goods, logistics and returns, which in fashion are traditionally higher than in other categories. The 386% ROMI confirms the main thing: the channel pays back on a budget under $14,000, so this is not a one-off lucky test but a system that can be scaled while keeping the share of ad spend in the target corridor.